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Maori umbrella brand unites wine and seafood

Published:  23 July, 2008

White wine and seafood have long been comfortable partners, but a new initiative from Tohu Wines will see the relationship brought even closer.

The 100% Maori-owned company has unveiled a new cross-category umbrella brand, Kono, which aims to sell wine and seafood, as well as fruit produce and spring water, under the same brand name.

A spokesman for the company said: Distinctive labelling unifies the range, designed to highlight the brand's ethnic background through smart "cultural" presentation and packaging.'

The wine side of Kono will initially consist of a Sauvignon Blanc and an unoaked Chardonnay, both from the Marlborough region. Andy Lewis, general manager of Tohu's European Division, said: This is a hugely exciting development for Tohu Wines as a company. Kono is coming onto the market at a competitive 6.99 price point, which is very retail-friendly and an area of great growth. The commercial style is different to Tohu and will help to introduce more consumers to Brand New Zealand as well as to the Maori philosophy and "family" ideal.' Kono is the Maori word for a traditional woven food basket. The wines will be available from Tohu Wines Europe, which distributes throughout the UK and the Continent via its Wales-based office.